BEIRUT, Lebanon — The idea for Goom! began in the minutes before Sadecc Choucaire’s first coffee. Waking up groggy and waiting for it to brew, he started questioning a routine he had always taken for granted. Could taking caffeine be as simple as reaching for a piece of gum?
That question became the starting point for Goom! Energy Gum, developed by his Lebanese company, ChewCare. Those first ten minutes of the morning gave the business a specific problem to work on: making caffeine easier to fit into the start of the day.
For Choucaire, the project also reflected a personal decision to build something in Lebanon. After years living as an expatriate in Africa and working in commercial property, he returned to Lebanon, where he set out to develop a consumer brand of his own. His morning routine offered a problem he understood firsthand and a product idea he wanted to pursue.
Turning the idea into gum required repeated rounds of sampling with different manufacturers. Taste was a central challenge. The ingredients had to work in a format people would want to chew, and the development process involved refining the formula while keeping it free from aspartame.
Each piece of Goom! contains 50 mg of caffeine from guarana, 50 mg of L-theanine and 25 mg of ginseng, alongside selected B vitamins and vitamin D3. The mint-flavoured gum comes in a ten-piece pouch, bringing those ingredients into a format that can be carried in a pocket or work bag.
The practical appeal is easy to explain. There is nothing to brew or mix, and no cup or can to carry. A piece of gum can fit into the time spent getting ready in the morning, or another moment when preparing a drink is inconvenient.
For a young brand, making the format understandable matters. Consumers need to know what is in each piece and recognise that caffeinated gum has a different purpose from ordinary chewing gum. ChewCare’s task is to make that distinction clear while giving people a reason to try the product and, eventually, buy it again.
Lebanon is the brand’s starting market, with regional expansion part of its stated ambition. Its immediate challenge is closer to home: earning a place in everyday routines. For Choucaire, the opportunity began with a question about his own morning. Goom! is his attempt to turn that observation into a product people choose to keep within reach.